Video: Grooveshark EVP Paul Geller on Company's Success, Challenges and 'Data Lining Backbone'
Video: Grooveshark EVP Paul Geller on Company's Success, Challenges and 'Data Lining Backbone'

Speaking to Billboard.biz at the Future Sound Conference, Grooveshark EVP of Strategic Development Paul Geller spilled some details on Grooveshark's new "data lining backbone" tentatively titled "Beluga" and discussed how Grooveshark has found success amidst other streaming services.

"[With Beluga], we're able to mine all of the consumption information coming from around the globe on Grooveshark as well as third party affinity information and our app and our appliance consumer information," revealed Geller. "We're putting it all into one database."

Geller showed great enthusiaism over Beluga's potential: "We're able to compare any metric by any dimension."

Speaking on Grooveshark's rise and success, Geller noted the company's close relationship with both brands and musicians. "We sit here in the middle between the brands and the musicians. We have these relationships with brands that want the credibility, they want the influence of musicians, and we're sitting here with musicians on the other side that want the influence of the platform that is Grooveshark," Geller explains. "We're able to create value by pairing up all sorts of different brands with those artists."

But with the addition of Beluga, Geller sees Grooveshark as a unique arena for information and branding. "I don't think there are a lot of platforms out there that can both deliver that information in an unadulterated manner, in a first person manner, and then also deliver the platform to take action on it."

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